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Category: Industry Insights

  • Pinning for SEO: Pinterest Can Boost Your Rankings

    May13Pinning for SEO: Pinterest Can Boost Your Rankings

    Pinterest is a hot topic right now, and not just for people wanting inspiration for their future wedding. While blogs, websites, and the big-name social sites get all the SEO airtime, Pinterest can get overlooked, even though it has huge potential to boost your company’s rankings. With the right tactics, you can start pinning your way to greater exposure, one infograph or product at a time.

    Sneak In Keywords

    Pinterest may appear to be all about the images, but that doesn’t mean there aren’t opportunities to scatter your keywords around the site—and doing so can provide a big payoff. Your profile’s “About” section is only 200 characters long, but making those words count will give search engines something to do.

    For each board you create, incorporate one or more keywords into the title; that will make them more interesting to search engines, and more likely to be spotlighted. And when you pin, edit your image file names to include keywords, and utilize the 500-character description for each pin to scatter keywords. Remember to go back and edit previously pinned images, too, so you don’t lose those valuable SEO opportunities.

    Check and Uncheck

    There are two little features in Pinterest that can make all the difference for your SEO. Both are under “Settings.” Make sure the option to hide your boards from search engines is turned off; hiding your pins will defeat the entire point of using Pinterest.

    While you’re on your “Settings” page, click the “Verify Website” button. This step certifies that the website on your profile is, in fact, yours, and puts a check next to the domain in search results. That check translates into increased traffic and higher SEO rankings, since both consumers and search engines are more likely to find you legitimate.

    Go Outside the Platform

    Pinterest, like any social media, is most useful as a connection tool. Link to your website, blog, Facebook profile, LinkedIn profile, and any other sites connected to the company, from your Pinterest “About” section and/or your pin descriptions. Encourage users to view more of what you have to offer by directing them beyond the images on your boards.

    Additionally, pull your pictures from outside Pinterest to generate fresh content. While repinning creates connections, new pins draw attention, as they haven’t been seen before. Search engines scan pin quality as well as text, so pin high-resolution images whenever possible.

    Board Smart

    Think of your Pinterest boards as your welcome signs, drawing in users and search engines with strong titles and an enticing variety. Put your best boards up higher, since viewers often see just the top one or two rows, and edit each board to make sure it has a category. When you sort your images based on customers’ needs and desires, your Pinterest can become a well-organized storefront, even if you don’t sell products. And with the new Pinterest Web analytics, you’ll be able to see at a glance what’s working and what needs to disappear.

    Pinterest may have started as a virtual corkboard for the crafty, but it’s exploded into nearly every realm. Take on the pinning challenge and make it work for you!

    Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.

  • Outdated SEO: A Resource Drain Without Returns

    Apr13Keeping up with SEO tactics isn’t always easy, which is why the general rule of thumb is to build a good site and network, and wait to be found. Even still, many people are attempting quick shortcuts that have long since been proven less than useful, or even damaging. If the sole reason for doing something—submitting a press release, for example—is to drive SEO, there’s a good chance it will backfire.

    SEO mistakes fall into a few distinct categories: fishing for links, diluting personality, and failing to strategize.

    Link Cheats

    Creating a network relies on links to and from other reputable sources. Search engines analyze these links and count them as endorsements, so the more connected you are to other sites, the better you’ll be viewed by the all-powerful algorithms that control search results. The extension of this idea has led to link exchanges, article submissions, and pointless press releases—all of which are outlays of time and energy that don’t recoup their investment at all.

    Instead of trying to find back ways into getting links, you’ll see the best results by actually building the connections that earn links. Link to resources your clientele and readers will find useful, and you’ll soon find others linking to you. Writing guests posts for industry bloggers will enhance their sites and earn you credibility at the same time. There are excellent tips on building links and networks out there: start with this post to understand how it works.

    Individuality Flubs

    Okay, you think, I need to write more content and be more connected. That’s an admirable goal, but there are a few pitfalls along the way that won’t help your SEO rankings. The tendency can be to write the same description, review, or promo in just slightly different wording—it’s quick, easy, and fills the spaces that search engines analyze.

    But your content can’t just exist for its own sake—in order to work for you it must be relevant, interesting, and well written. Make sure you have a quality writer who knows how to build an audience and engage readers in discourse. And be careful not to automate too much of your social interaction. Clients can tell when they’re receiving a rote reply. Instead, highlight your businesses personality through both your content and social networking, to stand out to both customers and search engines.

    Strategy Omissions

    When you’re trying to “do all the right things” for SEO, you can miss the forest for the trees. SEO won’t get you anywhere unless you have an achievable goal, with a strategy that can be measured and reevaluated. Discovering your rankings does you no good unless you adapt your marketing plan and correlate your analytics to your aims.

    There are plenty of good SEO tactics and SEO basics a site owner should know, but they all boil down to putting the effort into a well-designed, interactive, quality experience for both the users and the search engines. Don’t be trapped by outdated methods of bumping you to the top of the list; instead, focus on genuine content that reflects your brand and your goals.

     

    Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.

  • New Orleans: A Growing Tech City

    For those of you who don’t know, before Hurricane Katrina ripped through the Gulf South, New Orleans was on a steady rate of decline. However, the city we love to call home here at Search Influence is in the middle of a major renaissance. News sources across the nation have reported New Orleans is the fastest growing city in America.

    • Population in April 2010: 343,829
    • Population in July of 2011: 360,740
    • Change in population: 4.9 percent (national average 0.73%)
    • Unemployment rate May 2012: 7.2%
    • Unemployment rate December 2012: 6.8 % (national average 7.8%)

     

    With all of these growth changes and increase in jobs, New Orleans has also become a hub of entrepreneurial activity. Forbes recently said New Orleans is one of the biggest brain magnets in the country, attracting young, innovative minds. It is reported that 427 out of every 100,000 adults started up a new business in the New Orleans metro area, which is 40% above the national average.

    Many of these entrepreneurial efforts are tech-based. Companies such as Idea Village and LaunchPad have helped young tech and digital media entrepreneurs start their businesses, giving them advice, a place to work, and grants. Marketing firms, apps, and software are all being developed in this city, which is quite shocking considering this has always been a city known for being 10 years behind everyone else. Kickboard, started by Jennifer Medbery after teaching at a charter school, is software that provides a centralized location for teachers to record their students’ progress.

    Even Search Influence was founded during Katrina’s aftermath, and along with this city, we have grown at a rapid rate. In 2011 we made it on Inc. 500’s list of fastest growing companies, and we are now the largest online marketing firm in New Orleans. Digital media has many different facets, and we are proud to offer SEO, social media, and paid search services.

    New Orleans institutions such as the Audubon Institute, Naked Pizza, and Southern Costume Company have integrated the digital space into their marketing efforts. Naked Pizza tweets on a regular basis, and they have truly embraced pop-culture (I strongly encourage you to watch their Harlem Shake video).

     

     

     

     

     

    The Audubon Institute and Southern Costume Company have opened their marketing efforts to include social media promotions and building their brand on Facebook.

     

    Digital Media, online marketing, and social media have become vital factors for today’s businesses to succeed. It’s all about the conversation and being transparent with your customers. We are so happy to report that our city and businesses are flourishing due to technology and media advancements.

     

     

     

  • 6 Ways Your Surgery Practice Can Market the New Gummy Bear Breast Implants

    Plastic surgery doctor draw line patient breastThe FDA just recently approved a new gummy bear breast implant in February, and let me tell you, there has been some excitement in the cosmetic surgery world. With the approval of the Allergan Natrelle 410 shaped breast implant, cosmetic surgeons nationwide are celebrating the long-awaited product as another option to offer patients.

    Sientra gel implants were approved in March 2012, and Allergan’s gummy bear breast implants were approved February 20, 2013. Now is your opportunity to talk about the new cohesive gels.

    When Search Influence was founded in 2006, plastic surgeons were our core client base. The company has grown and expanded in the years since, thus the industries we serve now are varied with attorneys, B2B, franchises, auto dealerships and so forth. We still work with many plastic surgeons, and these plastic surgeons are asking us daily how to reach their consumers and tell their potential patients about the new cohesive gel implants.

    You Have to Tell People You Offer These
    Your potential patients don’t know you offer the new Allergan breast implants if you don’t say it. In the online world, that means you say it on your site.  Create a new page talking about the new implants and what you like about them.  Be professional and be friendly in telling potential patients why these implants are good and give more details about them. That is why people go to any website – they want information. So give them some quality information. Quality information will make a great first impression, and when they come in for a consult, they will have more educated questions.

    Cross Promotion
    If you are a cosmetic or plastic surgeon, surely you have a breast augmentation or breast implants page on your website.  Cross promote!  If you have a page that talks about augmentation in any way, then you might mention (with a link), “Hey, go read my new page about the new Allergan 410 implants.”  If they are reading about augmentation, then of course they want the latest and the greatest, and you should point them that way.

    Embrace the Hype
    People are talking about the new implants. Join the conversation. Jump in with both feet.  Talk about the new implants on your Facebook.  Talk about it on your Twitter.  Talk about what people are saying.  Address their questions.  Now, don’t go extreme.  Depending on how much you update and post, you will want to talk about cohesives maybe 10% of your updates. I pulled this number out of the air, but the point is talk about the new product, talk about it frequently, but don’t flood your followers with cohesives-only messaging.

    If you have a blog, definitely write some posts about it.  Get the surgeon’s’ perspective on the benefits and the considerations of the cohesive gel breast implants. Anticipate the questions that will be asked and go ahead and answer them on your blog.  Educate your site readers.

    Reach Out to Current Fans
    So reaching new potential patients is how you grow your business.  You always look for new business, but don’t forget about the current patients.  I’m sure there is some fancy statistic somewhere that says what percentage of patients are repeat customers, and each practice is unique.  But if you are a cosmetic or a plastic surgeon, then you already know that engaging with current patients helps keep them loyal to you when they have more surgeries in the future as they age.  We already talked about Facebook and Twitter and blogging, and you have yet another opportunity in reaching them in their in-boxes.

    I hope you have been collecting an email list, and I hope you have an established history of sending newsletters to your patients.  If you don’t have an email list, start building one today.  If you have a newsletter but maybe get a little lazy or a little distracted and only send the newsletter out a few times a year, you need to get organized!  Put someone in charge of getting a newsletter out once per quarter at a minimum.  Once a month would be ideal.

    Usually, a newsletter will have 2 or 3 articles or topics.  For special circumstances, such as announcing that you are offering the new Allergan Natrelle 410 shaped gel breast implants to patients, you might want to think about a single message newsletter. It has a lot of impact as a single message, focused announcement.

    Paid Search
    Google AdWords logoIf you have existing paid search happening, you might consider editing some of your breast augmentation ad copy to say you offer the new implants.  Make sure you look at your budget.  You might want to reallocate a few more dollars to the breast campaigns while people are talking about the cohesives.

    If you need help marketing your practice, we would love to help.  Just give us a call and we can discuss the best way to help you spread the word.

  • Surprise Oscar Winner: jcpenney’s #YoursTruly Real-Time Marketing Campaign

    During this evening’s 85th Academy Awards, jcpenney used real-time marketing to capitalize on our here and now, instant gratification tendencies by launching a strong activation through social media. The goal of the Oscars campaign was to grab new viewers and continue to update their more-than-outdated, less-than-classy image.

    To begin, their Twitter page, much like many Oscar attendees, put its best face forward with a glitzy makeover. Before this evening it’s very likely that you, your wife, girlfriend, or 20 something daughter certainly didn’t think of jcpenney as fresh, on trend, glitzy, luxurious, or modern. Some of you may not have even thought it was still a surviving entity.

    Well, as long-time believer that shopping at this store was calm, easy, and reliable, I have been having so much fun spreading the news of the come-back-company. About 15 months ago, Ron Johnson, the man who made the Apple Store the addictive adult version of a candy store, stepped in as CEO of jcpenney and vowed to not just turn the company around, but completely transform it.

    There has been a slow, but certainly not subtle, roll out of a new store layout including mini brand shops, major tech updates and store renovations, and even a dramatically new “everyday low price” structure that so strongly alienated long-time customers and enraged critics that jcp back-pedaled and brought back the idea of traditional “sales” within months.

    Throughout this time, Johnson had a flurry of critics but I always believed and still do believe they will succeed at their task of complete rebranding, taking the “affordable luxury” phenomenon to the next level.

    Their most significant splash into the homes of their target demographic? Oscars 2013, when the company our children will know as “jcp” and my mom will always call “Penney’s” launched a feel good real-time cross-channel campaign that spanned from our televisions to our tweets.

    In the commercial that aired this evening, jcp writes us a personal love letter stating, “Dear America, you deserve to look better and live better.”  Why wouldn’t I want to shop somewhere that tells me I deserve more!?

    The Key Components of the Real-Time Marketing Campaign:

    In addition to appealing to our egos, let’s discuss the other aspects of the award-winning combination that made this campaign effective.

    On-Time and On-Point Tweets

    Early in the evening, @jcpenny tweeted a back-stage peek inside their social media command center. Many team members were on hand, watching the show on a larger than life projector, all well-situated for quick tweeting and ad targeting. I’m sure they were ready for quick fire graphics in case they needed to step up to the plate to try to out-Oreo Oreo, who gathered with their marketing team to attempt to re-create the magic of their Super Bowl 2013 social media win.

    jcp Oscars 2013 Social Media Command Center

    Demographically Targeted Twitter Ads

    I am clearly in jcp’s target demographic. As I launched Twitter, this was the first thing I saw:

    Even if I had not been popping open my computer to pen this post on the very campaign that was being targeted to me, I, or those out there with similar demographic profiles as me, would have been pulled into the well composed and thought out campaign.

    Shareable Graphics

    The rapid fire team rolled out right-on-time, clearly pre-planned graphics that tied in with the “Dear America” theme all while promoting niche, desirable products.

    jcp Oscars 2013 campaign - Dear Commercial Break,  jcp Oscars 2013 Campaign - Dear Red Carpet  jcp Oscars 2013 Social Media Campaign - Dear Plunging Necklines  jcp Oscars 2013 Social Media Campaign - Dear Mani-Cam

    Strong Television Placement

    Not only was the “Yours Truly” spot placed early in the broadcast, it had all the makings of a 90 second must-keep-watching commercial: the “who’s ad is this” mystery, a montage of memories, a cinematic soundtrack, clever word play, and continuing bold use of text throughout. All ending with the most important piece of the pie…

    Calls-to-Action

    If you happened to catch the ad, you saw the strong close driving you to jcp.com/yourstruly, a buy-now optimized mini site that directed you straight to the promoted products. In case you may have landed straight on jcp.com, they had a nice reminder of the evening’s festivities and invited all their new admirers to join them on Twitter.

    The Free Prize Inside: $100 Gift Cards Galore

    For many of those that jumped in the conversation, @jcpenney quickly returned their tweet with a $100 gift card. 2 big benefits here: 1. getting new customers into the store to see the new changes 2. creating social buzz. If you were given $100, you would tweet it, wouldn’t you?

    That’s right. Congratulations, jcp. Although you didn’t have to try too hard here as I’ve always been a fan, I am sure you have turned a number of heads this evening on the red carpet.

    You have our attention, and now, we’re tipping our hats to you.

    Yours Truly,

    plmk

  • Don’t Be ‘That Guy’…Top 5 Networking Faux Pas

    Whether or not you are in a business development or sales role, networking is a great way to get your company’s name out there and put a face with the brand. Yes, I mean face to face networking, not “liking” posts on Facebook.

    My personal experience with networking over the last several months has been mostly positive, and being a people watcher, I have especially enjoyed identifying what characteristics push people to make it or break it at these events. In that spirit, I have created a classification system of the networking personalities that I have encountered.

    Five Types of Networkers

    Round 1-091. The Sales Slug

    The majority of people at networking events are there trying to sell something directly or indirectly, but but take for example the commercial plumber attending the event to build his referral network. Pushing your catering business on him will not prove lucrative — you’re wasting your time, sales guy. The Slug is in a one-sided conversation with you for his benefit only. You may as well be talking like the teacher from “Charlie Brown”, because he is NOT LISTENING. “Wah waah wah wah waah”

    2. The TMI Open Book Guy

    Talking about your personal life is not a bad thing, particularly when it may be common ground and making connections. The trick is understanding where to draw the line. Based on the fact that you just met this person, they probably don’t want to hear about the DUI you got in college. Really, legal issues are never common ground for professionals. Taking it easy on the complimentary booze can go a long way in making sure you don’t become this guy.

    3. The Phone Checker

    Unless Fido is being held for ransom, you don’t need to check your cell phone while someone is talking to you. Your goal for that event and the $20 admission fee dictates that you are there to meet other people, and incessant phone checking makes you an unapproachable social pariah.  It’s the new equivalent to checking your watch. The people with whom you are speaking will undoubtedly get the impression that you don’t have time for them.

    4. The Wallflower

    You are not at an 8th grade dance, so get off the wall and introduce yourself. Many of you may be situated on the introverted side of the personality spectrum. I’ve also been guilty of this at times. While attending a networking event, you need to pretend you are the most popular girl in school. If you are thinking that by becoming an island you appeal to the crowd as approachable, you are sorely mistaken.

    5. The I Just Rolled Out of Bed Guy

    Seriously Guy? Take some pride in your appearance when you are in the public eye; what you wear in your leisure time is up to you. This isn’t a slumber party, it’s a professional event. Shorts and snuggies are not acceptable, ladies and gentlemen. Networking events range from black tie to somewhat casual, but the invitation never says “what you wore to bed last night.” We think it’s great that you work from home, but we don’t. Thus, we do not care to see your home “office” attire.

    Honorable Mention:

    The Tries Too Hard Guy

    I am hesitant to poke fun at this guy because I believe that he really means well. Typically, you will hear these people tooting their own horns and then brown nosing the people they’re talking to. They generally lack real social skills which leads to them overcompensating in a variety of ways.

    So, based on what we have learned not to do, we can easily derive a few pointers that can make one better prepared for their next networking event:

    • Be prepared. It’s the Boy Scout motto for a reason. Come to the event in the appropriate attire, with proper messaging, and be ready to put your best foot forward.
    • Keep conversations professional, natural and sincere. If at the end of the conversation it makes sense to pursue a business relationship, it should happen naturally.
    • An exchange of business cards is always recommended.
    • Make good eye contact with individuals to engage in conversation. Once in conversation, give them your full attention and ask relevant questions.
    • Make sure to follow up with quality contacts and connect through social media after the networking event.


    These bad habits are all pet peeves of mine, but I have absolutely been “that guy” on more than one occasion. Networking can require a little practice, but a positive attitude, a sense of humor, and a willingness to listen go a long way. Hopefully these insights help you avoid any faux pas’ at your next event.

    Scott Holstein is a Business Development Associate at Search Influence, a national online marketing firm focused on small and medium-sized businesses, and white label online marketing products for publishers and media partners who serve them. Search Influence is the largest online marketing company on the Gulf Coast and New Orleans’ only Inc. 500 honoree in 2011.

  • Pick Up The Paintbrush: 5 Tips For Creativity In Your Online Presence

    We all know those folks who just seem to always have amazing ideas — the ones that can look at a tin can and create a thousand different uses for it. These individuals seem to possess some kind of magic ability to conjure up an idea out of thin air. It seems as if everything is a canvas for them: the color of a living room, a blank wall, or even a cupcake.

    What they possess is a creative mindset. And when it comes to online marketing, this magical tool can come in very handy. More than handy, in fact — it’s been the main force behind many dynamic projects, especially on the web.

    Getting Started

    The creative mindset is a way of approaching a problem with an open mind and weaving your details together. This thought process is important not just because it can make the task at hand more efficient, but because it fosters innovation as well. This is a key concept, especially in the SEO world. All too often, we do “what works” and follow “the best practices,” but fail to experiment on our own with tests, variations and new concepts. Next time you’re tempted to write a Facebook status in the voice and format you’ve always used, why not mix it up? Even borrowing someone else’s tried-and-true style can often lead to surprisingly creative results.

    This mindset also opens us to developing an appreciation for art, design, and the way things interact. Regardless of what kind of job you hold, a creative mindset will create a new way of thinking that will make that job more fulfilling or inspire you to pursue side projects or hobbies that will liven up your life and inspire others around you.

    Keep an Open Eye

    It’s a common myth that some people are “born” creative. Quite to the contrary: this is an approach that can be developed. Creativity is not just about just producing out of thin air, but about your method of approach. If you are interested in developing a creative mindset, you must strive to always look at everything with an open perspective. This keeps the possibilities of discovering new avenues wide open. As we all have heard, it’s all in the details: the same goes for creativity and the way we view those details. Don’t be afraid of getting up close to that assignment and looking at it intimately. The more we know about something, the easier it is to figure out a new way of handling it. If a business decision has you stuck, a creative brainstorm with coworkers can often yield results. Research points to creativity fostering health, not to mention a thriving business environment.

    Surround Yourself With Good Stuff

    In addition, surrounding yourself with things that inspire you keeps the avenue of creativity open. The beauty of inspiration is that it can come from anywhere or anything. In a data-driven field like SEO, it’s essential to look for creative approaches to foster our sense of enthusiasm. Perhaps we should suggest a new approach for a project, or study the trends to see if the way people search is changing over time (hint: it is!). By changing up the formula on a regular basis, we allow our brains to “stay fit,” and breathe new life into what could otherwise descend into the doldrums of mediocrity.

    Surrounding yourself with peers who will give you honest feedback is also essential. With their critiques, we can get the suggestions we need  to grow and push the boundaries of our abilities. Once we have this strong group of peers, we then also have a reservoir to pull people from to collaborate with and lend our talents. The SEO community is a strong one, and we love to discuss our findings. Are you getting out there and joining the conversation?

    Never Stop Learning

    The best way to maintain a creative mindset is to keep up your passion for learning something new. This desire to learn also helps us to understand the process as a whole. The more we learn, the more we can draw connections between two fields of practice or between two seemingly unrelated things. In SEO, it’s all too easy to get caught up in the routine and forget that the field offers so many possibilities for new attacks and new growth. With a creative mindset, it becomes second nature to look at a problem or strategy from every conceivable angle.

    Apply Yourself

    Whenever we get a new toy, our immediate reaction it to play with it. We want to see what each button does, the hidden features, the secret compartments. This sense of exploration should apply to every day in the SEO world. The best way to find out if something works is to try it out! This testing process is essential to the creative process because it gives us more details about the task at hand. We can gather data on if the solution is working or not. This exercise is equal parts creative and data-centric, and smart businesses try all of the options.

    Don’t Be Afraid To Take A Leap

    Whenever there is play, there are also risks. However, taking a risk is not bad. In fact, in order to facilitate a creative mindset in business, we must learn to take a risk on our ideas to see how they work. If the idea does not work, this is still a gain. We learn more from what doesn’t work and can move on to the next solution and take a risk on the next idea.

  • Read This! January 2013

    Every month, Search Influence brings you an array of directly applicable DIY solutions to help you compete online with our Read This! feature. See something that we missed? Let us know in the comments!

    Five Steps To Successfully Navigate Negative Online Reviews — Search Engine Land

    Has your business recently been victim of a negative review on a social platform such as Yelp? Don’t take legal action just yet: check out this article from Search Engine Land’s Neg Norton on the best ways to assess and address a bad review, merited or not.

    Hot #Instagram Analytic Tools to Optimize Brand PR Power — Search Engine Watch

    Is your brand on Instagram yet? If not, now’s the time to hop on. The image sharing service has announced the addition of new analytics tools from Nitrogram that allow you to know who’s looking at your content, what sources your traffic is coming from, and where to focus your efforts next.

    What is Evergreen Content and Why Should You Care? — Search Engine Journal

    We all know that keeping your blog updated with is the best strategy for promoting yourself as a thought leader and keeping your site fresh, but there’s a difference between breaking news and something that will stay relevant to your readers even as what’s en vogue changes. Check out this SEJ article on crafting timeless content to engage readers and capitalize on your blog long after the initial post date.

    3 Tips For Effectively Growing & Managing Your Online Community — TopRank

    Your online community is a vital part of conducting business and engaging with fans, but how to attract a committed group of individuals? TopRank’s Ashley Zeckman has some tips.

    SEO 101: How Your Website’s Structure Affects its SEO — Search Engine Journal

    If your website is a DIY project, this is where to turn. SEJ’s Sujan Patel takes us through the basics of making your site search engine friendly with plenty of beginner-friendly wisdom, including fluid site navigation, the importance of internal linking, and correct URL structure. Even professionals will find something worthwhile in here!

  • 5 for Friday — Links, Stories & Posts For Your Weekend

    • How To Blog Successfully About Anything — SEOMoz

    Blogging is one of the key aspects of keeping your site fresh and your knowledge cutting-edge, but even the most experienced blogger occasionally has the well run dry. As a corollary to his recent Mozinar, Blogging Like You Mean It, Tanner Christensen takes us through the steps to approaching topics you may find uninteresting or distasteful and spinning them into a sparkling post that’s sure to wow your audience.

    • Cover Your Backside in Social Media — Search Engine Journal

    For both personal and professional accounts, it’s best to keep it squeaky clean and avoid a whiff of bad mojo that may lose you followers or taint your brand. Many companies are taking liberties with their connections, and the results can be dangerous, losing you money on ads or even costing you a personal account for being overly promotional. Read up on what Andy Nathan has to say over at SEJ.

    • Hey, marketers: What if there was no Google? — Search Engine Guide

    It’s an exhilarating prospect: a world in which Google isn’t the end-all, be-all of online marketing efforts. In the absence of the search giant, how would we promote our content and services? This interesting thought experiment may yield a few tips you haven’t thought of.

    • Infographic: Who Is Using Google+? — Social Times

    While its user base is just half that of Facebook, Google+ still has a surprisingly diverse and interesting set of characters to follow. With new features such as Youtube playlists and integrated pan-and-zoom photo capabilities, it’s also becoming quite the media powerhouse. Will you be joining in?

    • Google Local Video Listing Spotted in the Wild — Blumenthals.com

    If you’re a small business owner, listen up! It seems that Google+ Local is integrating video into their listings: come check out this initial analysis and exciting glimpse into what could be next.

  • Stop Ignoring Your Leads: Best Practices For Capitalizing On Opportunities You May Not Even Know You Have

    Internet inquiries are often the bread and butter to capturing new leads for several clients. These inquiries can come from phone calls or web forms on the site, and they are a way to generate new business. By converting these leads into real customers, each company can gain new customers as the site becomes more visible on the Internet. How does one convert a lead into a real customer? How quickly should the company respond to web forms? After reading through several articles and working with several different clients, I’ve gathered a list of best practices on how to respond to leads.

    According to an Inside Sales report, most companies in their research took an average of 44 hours to respond and at least 55% of these companies did not respond at all. The longer it takes a person in the office to contact the lead, the greater the loss in attention span for these potential customers. Harvard Business Review even reported a lack of urgency in lack in response time by several firms.

    Here are the best ways to convert leads:

    • Best Days to Make Contact
      • Wednesday
      • Thursday (preferred day)
    • Best times to make contact
      • Best time to call: 4-5 pm
      • 2nd best time to call: 8 – 9 am
    • Response Time
      • Best within 5 minutes (10x decrease after first 5 minutes)
      • Autoresponders for web forms are good if it’s tailored and personalized
    • Persistence
      • Calling back once is not enough. People may not be able to answer the phone immediately.
      • Making at least 6 call attempts (90% chance of converting) since reps give up too soon

    When a customer contacts you via internet form or call, the customer is already interested in you — so seize that opportunity! A lead can turn cold fast if a company does not make the effort to contact the customer back immediately.

    In addition to looking at keyword rankings and traffic, form leads and calls are one of the ways we show our value to a client. These leads provide true ROI to our clients and can demonstrate some of our efforts. Once we send these leads to our clients, it is in their hands to convert them into real patients and customers. Is your staff taking the initiative to following up with a customer within 24 hours? Within the hour? You may be losing out on leads.